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V
The2024
MarketingExecutiveAISentiment
SurveyReport
AIAdoption,FuturePlansandTrustLevelsAmongExecutiveLeadersinMarketing
ExecutiveSummary
Conversicacommissionedasurveyof454marketingleadersattheCMO,VP,andexecutivelevelsregardingtheutilizationofAIinmarketingoverthepastyear,plansforthenext12months,topmarketingusecasesforgrowthandgeneralAItrustsentiment.
KeyFindingsInclude
71%ofrespondentsusedAIfordatagatheringandanalysisinthepast12months,whileonly40%utilizedAIforfunnelefficiency
89%reportedthatAI-driveninitiativesdirectlycontributedtoanincreaseinrevenueinthelastyear
ThoseplanningtouseAIforinboundfollow-upandoutboundleadgenerationwereevenmorelikelytohaveseenrevenueincreaseslastyear(95%and92%,respectively)
89%ofrespondentsplantoincreaseinvestmentinAItoolsorexplorenewAIapplicationsinthenextyear
MarketingexecsbelieveAItechnologieshavethegreatestpotentialtoimpactthemiddleofthefunnel(44%),withleadnurtureandqualificationtoppingtheirlistofusecaseswiththegreatest
impactonconversionrates(45%)
OveralltrustinAIintheorganizationismoderatelyhigh,with45%reportingcompletetrustand44%sometrust
AI'sabilitytodelivertrustworthy,brand-accurateinformationwasthetopconcernforconversationalAIusecases
Thereportdelvesintoeachquestion'sresults,highlightingtrends,concerns,andopportunitiesidentiiedinthedata.
C
IntroducingtheMarketingExecutiveAISentimentSurveyReport
Overthepast12months,themarketinglandscapehaswitnessedasignificantevolutionin
theadoptionandexperimentationwithArtificialIntelligence(AI)technologies.Thisperiodhasservedasafoundationalstage,whereorganizationsacrossindustrieshavebeenexploring
thecapabilitiesofAIinvariousmarketingfunctions.Fromcontentcreationtodataanalysisandcustomerservice,AIhaspermeatedintodiverseaspectsofmarketingoperations.
Aswetransitionintothenext12months,thefocusshiftstowardsrefiningAIstrategies
andharnessingitsfullpotentialtodelivertangiblereturnsoninvestment.Oursurveyof454executiveleadersworkinginMarketingrevealsaresoundingacknowledgmentofAI'srole,with95%ofleadersalreadyintegratingAIintotheirmarketingendeavors.What'smore
compellingisthatthoseleveragingAIarenotmerelytestingwatersbutarereapingconcretereturnsfromtheirAIinitiatives:nearly9in10reportedseeingincreasesinrevenuedirectlytiedtoAIlastyear.
AstrikingfindingfromouranalysisisthecorrelationbetweenspecificAIusecasesand
revenuegrowth.MarketingleadersplanningtouseAIforinboundleadresponseand
outboundleadgenerationinthenext12monthsweremorelikelytohaveseenadirect
increaseinrevenueattributedtoAIuselastyear.ThisemphasizesthestrategicimportanceofaligningAIapplicationswithrevenue-drivingactivities,signalingashifttowardsmore
targetedandresults-orientedAIstrategies.
Despitethepositivelinkbetweenfunnel-focusedAIusecases,funnelefficiencyoverallis
anuntappedareaformostMarketingexecutives.OurdatarevealsthatwhileAIusagefor
contentcreationanddataanalysisisprevalent,funnelefficiencyremainsunderrepresented.ThispresentsasignificantopportunityformarketingleaderstocapitalizeonAI'spotentialfor
optimizingfunnelmovementandconversions,thusreshapingthefuturelandscapeofAIinmarketingbeyondcontentcreation.
Inthisreport,wedelvedeepintothesurveyfindings,uncoveringinsights,trends,and
actionablestrategiesformarketingleaderstonavigatetheevolvingAIlandscapeeffectively.FromunderstandingthecurrentstateofAIadoptiontoidentifyingkeyareasforstrategic
focus,thisreportservesasaguideforunlockingthefullpotentialofAIindrivingmarketingsuccess.
TheLastYearinAIforMarketing
Contentcreation
Datagatheringandanalysis
Automationofinternalprocesses
Customerservice
Funnelefficiency
Nouse
AItoolsinthepast12mos
Inthepast12months,whatfunctionsdidyourMarketingorganizationleverageArtificialIntelligencetechnologiesformostoften?
0%10%20%30%40%50%60%70%80%90%100%
TheAItakeoverofMarketingiswellunderway:lessthan5%ofmarketingexecutivesreportedthattheyhadnotusedAItoolsinthepast12months.
Ofthe95%majority,7in10utilizedAIfordatagatheringandanalysis,makingitthemost
commonlyleveragedfunction.Automationofinternalprocesses(65%),contentcreation(64%),andcustomerservice(62%)alsoemergedassignificantusecases.Theseanswerscorrelatewithareas
wherespecializedAItoolshavebeenonthemarketforlonger,indicatingthatadoptionhasnaturallyfollowedthetechnologycurve.
AIforfunnelefficiency,however,showedlesspopularityamongourrespondents,with40%indicatingtheyleveragedthisAIusecase.ThisgaprevealsapotentialareaforincreasedAIadoptionandoptimizationwithinmarketingoperations.
ContributionsofAItoRevenue
HaveAI-driveninitiativescontributedtoanincreaseinrevenueatyourorganization?
Yes
No
Unsure
0%10%20%30%40%50%60%70%80%90%100%
Anoverwhelmingmajorityofrespondents(89%)reportedthatAI-driveninitiatives
contributedtoanincreaseinrevenueattheirorganizations.ThishighpercentageindicatesthesignificantimpactAIishavingonrevenuegenerationwithinmarketingoperationsoverall.
Thepercentagereportinganincreaseinrevenuewasevenhigheramongexecutiveswith
planstouseAIforleadconversion-relatedusecasesinthenext12months(Q7):95%of
thosewhoexpectAItorespondandengagewithinboundleadsattheirorganizationthisyearsawAI-sourcedrevenueincreaseslastyear,withthoseplanningtouseAIforoutboundleadgenerationclosebehindat92%.Weseethisasastrongindicationofthecorrelationbetweenfunnel-focusedAIusecasesandrevenuegrowth.
ConfidenceinAIEffectiveness
How
organization
confidentareyouinyourabilitytomeasuretheeffectivenessoftheAItechnologyyourcurrentlyleverages?
Very
Somewhat
Notatall
0%10%20%30%40%50%60%70%80%90%100%
MarketingexecutivesaregenerallybullishontheirabilitytomeasuretheeffectivenessoftheAItechnologytheyuse.61%reportaveryhighlevelofconfidence,andanother35%saytheyaresomewhatconfident.GiventhatthemajorityofrespondentsreportedusingAIfordatagatheringandanalysisinthefirstplace,thispositiveperceptionmakessense.
However,thereweresomevariationswithincertaingroups.RespondentswhosaidthatAIhadnotcontributedtorevenueincreasesattheirorganizationlastyearweresignificantlyless
confidentintheirabilitytomeasureAIeffectiveness:only20%ofthisgroupratedthemselvesas“very”confident.
OveralltrustinAI’sabilitytoactautonomouslyintheirorganizationalsocorrelatedwithahigherconfidenceinmeasuringeffectiveness:75%ofrespondentswhosaidtheyhave
completetrustinAItoactautonomouslyintheirorganizationalsoreportedthattheywereveryconfidentintheirabilitytomeasureitseffectiveness.
WeseethesevariationsassignsthatthemoreinsightMarketingleadershaveintoAI’simpactandeffectiveness,themorelikelytheyaretoseesuccessandfurthertheiradoption.
Transparencyleadstotrustandmoresophisticatedusecasesthatactivelygeneraterevenuefortheorganization.
MarketingExecutives’FutureAIPlans
WhichofthefollowingbestdescribeshowyouanticipateyourMarketingteam'sAIstrategywillevolvethisyear?
Increased investment inAItoolsusedpreviously
Exploringor testingnewAIapplications
Decreased investment inAItoolsusedpreviously
Nochange
0%10%20%30%40%50%60%70%80%90%100%
Oncerespondentsgaveusaclearviewoftheirlast12monthsofAIadoption,wewantedtoknowmoreabouttheirfutureplans.Overwhelmingly,Marketingexecutivessaidtheyaregrowing
theiruseofAI.
9outof10respondentsplantoincreaseinvestmentinAItoolsthattheyarecurrentlyusing(46%)orexplore/testnewAIapplications(44%)inthenextyear.ThisdemonstratesastrongcommitmenttoadvancingAIstrategieswithinmarketingdepartments.
Perhapsunsurprisingly,thosewithmoretrustinAItoactautonomouslyweremorelikelytoplananincreaseininvestmentinAItoolstheyarecurrentlyusing(57.5%).ThisgroupwasalsolesslikelytoexploreortestnewAIapplications—theyknowwhatworksandthey’redoubling
down.AsMarketingexecutivesfindAItechnologytheylikeandgainmorefamiliaritywithit,theycantakegreateradvantageofthescalabilityofthesetools—there’smoretrustingiving
technologyyouknowgreaterautonomythananewinvestment.
ThisunderscoresthestrategicimportanceofadoptingtherightAItoolstogetthemostoutoftheiruse,drivinginnovationandgainingcompetitiveadvantageinMarketing.
MostAnticipatedAIUseCases
Enhancedpersonalization&segmentation
Improvedreal-timeengagement&responsivenesstoleads
Scaling outboundmarketingforleadgeneration
Optimizingmessagingandcontent
Converting leadsintoopportunities
Noplan touseAI forfunnel-relatedactivities
Inthenextyear,whateffectsdoyouanticipateAIwillhaveonyourorganization’sfunnel?
0%10%20%30%40%50%60%70%80%90%100%
Improvedreal-timeengagementandresponsivenesstoleads(65.5%)andscalingoutboundmarketingforleadgeneration(59.5%)toppedthelistforrespondents’plannedAIusecasestoimpactthefunneloverthenext12months.
BotharefocusedonapplyingAItohigherfunnelusecases,suchaswhatconversationalAIsolutionsoffer.However,only30%expectAItohelptheirteamconvertleadsintoopportunitiesthisyear.
Optimizingmessagingandcontent(55%)andhadamiddlingresponse,potentiallyindicatingalukewarmtakeontheproliferationofplug-insandadd-onsfortextgenerationtoolslikeChatGPT.
AI’sPotentialforFunnelImpact
usecasedoyouthinkhasthegreatestabilitytoimpactconversionrates?
WhichAI
Inboundfollow-up
Leadnurture&qualification
Targetaccountoutreach
Personalizationofcontentandoffers
Other
0%10%20%30%40%50%60%70%80%90%100%
Topofthefunnel
Middleofthefunnel
Bottomofthefunnel
PostSale
Don’tbelieveAIimpactsthefunnel
AI’sPotentialforFunnelImpact
Whatstage
ofthef
unneldoy
outhinkAI
technol
ogieshave
thegrea
testability
toimpact
positive
ly?
0%10%20%30%40%50%60%70%80%90%100%
Lookingbeyondtheirownimmediateplans,nearlyhalf(45%)ofMarketingleadersratedlead
nurtureandqualificationastheAIusecasewiththehighestpotentialtoimpactconversionrates.Inboundfollow-up,whichthegroupselectedastheirtopplannedusecaseoverthenextyear,wasadistantsecondwhenitcametopotentialconversionrateimpact,withlessthanaquarterplacingitatthetopoftheirlist.
TherankingsoftopusecasesroughlyalignwithMarketingexecs’perceptionsofAI’spotentialpositiveimpactonfunnelstages.Justover44%said“Middleofthefunnel:QualifyingandconvertingleadstoSalesopportunities”wasthestagewhereAItechnologycoulddothemostgood,whichcorrelatestotheleadnurtureandqualificationusecasetheyratedmosthighlyinquestion8.
Thismayseemlikeacontradictionfromthegroup’sresponsesinquestion7,whereonly30%saidtheyexpecttheirAIusetohelpthemconvertleadsintoopportunitiesoverthenextyear.However,this
misalignmentmayindicatethatMarketingexecutivesrecognizethepotentialofAItoimpact
lead-to-opportunityconversionwhilelackingtheabilitytoapplyitattheirownorganizationinthecomingyear.
TrustinAI
WhenthinkingaboutyourplannedapplicationsofAItechnologyoverthenextyear,howmuchdoyoutrustAItoactautonomouslyinyourorganization?
Trustcompletely
Trustsomewhat
Someconcerns
Significantconcerns
0%10%20%30%40%50%60%70%80%90%100%
AIautonomyisatrickyarea.OneofthekeybenefitsofAIinbusinessisscalability.Buttotake
advantageofthatscalability,MarketingleadersmustbeabletotrustAIenoughtoallowittoactonitsown:insertingalargeamountofhumanoversightintotheequationcancelsoutmanyoftheefficiencygainspromisedbyAIadoption.
Overall,wefoundMarketingexecutiveshaveadecentleveloftrustinAIattheirorganizationinthenextyear.45%saytheyhavecompletetrustinAItoactautonomouslyintheirorganizations,while44.5%trustAIsomewhat.Only11%reportingsome(9%)orsignificantconcerns(2%).
IfwereturntothecorrelationbetweentheAItrustquestionandconfidenceinabilitytomeasureeffectiveness,wefindthatthosewhoweresomewhatornotatallconfidentintheirorganization’sabilitytomeasureAI’seffectivenesswereabouthalfaslikelytoreporthightrustinAI(26%),
underscoringthatabilitytoshowresultsiscriticaltosuccessinAIadoption.
ConcernsAboutUsingConversationalAI
forConversions
WhatconcernsdoyouhaveaboutusingConversationalAItoimproveconversions?
Losinghumanoversightin customerinteractions
AI'sabilitytodelivertrustworthy, brand-accurateinformation
Customerswillquestiontheauthenticity
Theprivacyandsecurityofdata
0%10%20%30%40%50%60%70%
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